隨著數位科技日益蓬勃和電子商務盛行的時代，不斷地推陳出新，並且廣泛的運用在各種產業上，進而創造出新的商業模式。近年來，結合網路技術而出現的虛擬展覽已蔚為市場上討論的焦點，除了對傳統實體展覽產業所帶來衝擊之外，作為以參加展覽為市場主要行銷方式的產業亦格外關注。
本研究利用科技接受模式及計畫行為理論作為理論基礎，藉以探討認知易用性、認知有用性、知覺行為控制(使用成本)、行為態度、主觀規範及行為意圖等因素，對企業參加虛擬展覽之意圖有何影響，進而提出建議與對策。
本研究透過上述基礎建立研究架構、研究假設及設計問卷，問卷對象以經常參加展覽之塑膠產業人員進行問卷調查。共計發出350份問卷，回收304份問卷，經比對刪除後，有效問卷為258份，回收率為73.7%，將樣本資料以SPSS統計軟體進行因素、信度及迴歸分析等作驗證假設。研究分析結果歸納如下:
一、知覺行為控制(使用成本)、行為態度及主觀規範皆會正向影響企業參加虛擬展覽之行為意圖﹔其中以知覺行為控制(使用成本)預測能力最強，其次是主觀規範，最後則是行為態度。
二、認知有用性會間接正向影響企業參加虛擬展覽之行為意圖。
三、認知易用性會正向影響認知有用性。
四、認知易用性及認知有用性皆會正向影響行為態度﹔其中以認知有用性預測能力較高。

With the development of modern network information technology can be widely used in all walks of life. Virtual Exhibition is a new business models which is to use network technology to the exhibition industry, construction of virtual communication platform, not limited by space and time, as an exhibition site visit experience. In this study, Technology Acceptance Model (TAM) and Theory of Plan Behavior (TPB) were integrated as the basis to explore the factors of intention of enterprises participating in virtual exhibition. The questionnaire survey was conducted by personnel in the plastic industry who regularly participate in the exhibitions. The sample data were verified by SPSS statistical software. The analysis results show that all research factors will positively influence the intention of enterprises participating in virtual exhibitions. As the current study to explore the virtual exhibition of rare, the integrated research framework and relevant empirical analysis results provided by this study can be used as reference for future academics and industry.

中文部份
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8.外貿協會市場研究處(2016)，虛擬展覽對實體展覽之影響。
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11.任俊峰(2007)，基於網路技術的會展研究，南昌大學碩士論文。
12.王悅(2010)，網上世博催生商業新模式，企業管理。
13.倪慶萍(2009)，電子商務環境下網絡會展的創新發展，商業研究。
14.耿健美(2010)，我國虛擬會展業發展現狀及發展對策初探，科技信息。
15.張偉年，王莉娟(2012)，基於虛擬會展B2B平台的顧客體驗價值影響因素分析，統計與決策。
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19.羅秋菊(2007)，參展商參展決策研究，以東莞展覽會為例，旅遊學刊。

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網站部份
1.中華民國對外貿易發展協會
https://zh.wikipedia.org/zh-tw/%E4%B8%AD%E8%8F%AF%E6%B0%91%E5%9C%8B%E5%B0%8D%E5%A4%96%E8%B2%BF%E6%98%93%E7%99%BC%E5%B1%95%E5%8D%94%E6%9C%83
2.國際展覽概貌
http://www.libnet.sh.cn:82/gate/big5/www.istis.sh.cn/list/list.aspx?id=4471
3.互動百科，虛擬展會
https://baike.baidu.com/item/%E7%BD%91%E4%B8%8A%E5%B1%95%E4%BC%9A/3244359
4.百度百科，網上展會
https://baike.baidu.com/item/%E7%BD%91%E4%B8%8A%E5%B1%95%E4%BC%9A/3244359
5.虛擬展會參展商的參展決策行為研究
http://www.deliwenku.com/p-5184.html
6.虛擬展會與B2B網站最本質的區別是什麼
https://www.zhihu.com/question/27586632
7.我國虛擬會展業的現狀與前景展望
https://www.xzbu.com/3/view-4263512.htm
8.虛擬會展管理系統的功能與特點
https://doc.mbalib.com/view/b0a580341c095e79772cdae739988465.html
9.百度百科，Directindustry
https://baike.baidu.com/item/Directindustry
10.Direct Industry
http://www.directindustry.com/
11.虛擬會展管理系統的功能與特點
https://doc.mbalib.com/view/b0a580341c095e79772cdae739988465.html